Osborn-Parnes Model - Essay Example

Osborn-Parnes Model Introduction The Osborn-Parnes creative problem solving process is a reliable and structured method, in which innovative solutions are generated as required by a specific problem. According to Treffinger et al (2012), this model significantly increases the chances that one creates a useful and novel solution to all types of problems, whether one is working alone or in a group. Normally, when individuals or groups come across a problem, they tend to consider problem solving techniques that may have worked in the past, while others are reliant on convergent thinking to solve problems by searching for the best, single answer. However, by searching for several good answers through the combination of divergent and convergent thinking using imaginative techniques at all stages of the Osborn-Parnes model, it becomes possible to arrive at several workable and innovative solutions. This model has five major steps, although the mess-finding step, which is preliminary in nature, is also added to locate a problem or challenge to which the model can be applied. These steps are mess or objective finding, fact finding, problem finding, idea finding, solution finding or evaluation of ideas, and acceptance finding or implementation of ideas (Treffinger et al, 2012). Each of these steps first employs divergent thinking, whereby there is generation of ideas, after which convergent thinking is applied for the selection of the most promising ideas to be explored further. This paper will apply the Osborn-Parnes model to solve a problem related to opening a maternity shop in a retirement village. Step 1: Mess-Finding/Objective-Finding The mess-finding or objective-finding stage is the preliminary phase of the creative problem solving process. During the start of the creative problem solving process, one may not have an idea concerning where their creative thinking skills are applicable. This is the phase where one becomes aware of the concerns, challenges, and problems that require to be solved, during which opportunities and challenges are identified (Arp, 2012). Here, both divergent and convergent thinking styles are used with the aim of identifying the business, objectives and concerns. To begin with, because people living in retirement villages are not looking to get children, the sales and marketing process will face several objections. This type of shop, firstly, would be quite profitable if it was opened in a retirement village because there are no such shops open, which would provide first move competitive advantage. In addition, there are many people joining retirement villages and these people would accept a maternity shop in their vicinity. Moreover, it is possible that consumers in the retirement village will buy maternity products for their children who are still of child-bearing age. Taking these objectives and applying convergent thinking, the most salient aim of opening a maternity shop in the retirement village would be that this would be quite profitable if a way to sell the products is arrived at. However, the sales and marketing process of such products in a retirement village faces several challenges and concerns. To begin with, the people living in the retirement village do not have young children for whom they can buy maternity products from the shop. Secondly, the retired individuals cannot use the maternity products themselves as these are specifically meant for toddlers and infants. Moreover, most residents of the retirement village are on a pension and, as a result, they are unlikely to spend money on products that they have no use for. Also, it might be difficult to convince the management of the retirement village to allow for the opening of a maternity shop in the village. Finally, opening a maternity shop in the retirement village could be construed wrongly by the residents as being meant to taunt them. Using convergent thinking for these concerns, it is identified that the most challenging limitation for such a business venture is that maternity products are not directly useful for residents of the retirement home as they have no young children. Step 2: Fact finding/Data Finding This stage involves a current description of the present situation, in which relevant facts are gathered that can be used as jump-off points for the processes of idea generation and thinking (Xanthakou & Kaïla, 2011). Despite the fact that developed countries like the UK are undergoing economic pressures and birth rates, childbirth and pregnancy is being increasingly celebrated. Indeed, shopping habits and routines change radically from the moment a baby is conceived, while a profitable maternity industry has emerged that spans from maternity fashion, prenatal wellbeing and health, nursery equipment, baby showers, and newborn consumables. Although the attention of nursing and pregnant mothers can only be captured for a short time, this market is highly lucrative for sales and marketing teams. In addition, capturing the loyalty of such clients early on may help in creating brand loyalty that could be remembered the next time they conceive. Pregnant couples make radical changes to their shopping habits and lifestyle and are more willing to spend on items that improve their wellbeing and comfort, as well as items that increase the health of their baby during the maternity period and beyond. According to Brugiavini et al (2013), pregnancy is today considered as a celebration, compared to earlier conceptions of pregnancy as a period of endurance, which has helped to birth an entire industry committed to pregnancy fitness, fashion clothing, specialized products for skin-care, baby registries, and photography sessions. However, the recent global recession, coupled with high unemployment, has been blamed for the trend of couples desisting from starting families until they feel financially able to bring up a child. Mintel International Group Ltd (2014) estimates that, regarding the clothing market, the plus-size sub-sector should expand by at least 6% by 2016, which would outperform the womenswear market in the UK by 1.4%, while the maternity sector is expected to grow by 3.6% in the same period. Moreover, there is an increasing trend for couples to start a family much later in life as they elect to first gain financial stability prior to having their first child. This has supported the growth of niche and premium maternity-products players, specifically because these customers have larger savings and higher disposable incomes to spend on maternity products, which increases the spending per family (Ricci, 2012). Thus, while the market for maternity products may not be as large in the UK as in developing countries, it is certainly more lucrative and profitable. Step 3: Problem Finding This phase of creative problem solving involves clarification of the problem that one wishes to solve, as well as the concerns that really need to be addressed. Indeed, Richardson (2013) argues that making a heuristic, useful, and focused statement for solving the problem leads to the problem being half-solved. From the aforementioned analysis, while the maternity industry is increasingly lucrative and profitable in the UK, opening a maternity shop in a retirement village is not a good business idea on the surface. As identified earlier on, opening a maternity shop in a retirement village raises several concerns for an entrepreneur. To begin with, products sold by such a shop have less functionality in a retirement village, specifically because the residents are neither bearing children nor using the products personally. More specifically, residents of the retirement village do not have personal use for the products of a maternity shop. This is the main problem that has to be focused on as, without solving this problem, such a business venture would, indeed, ne one of the worst business ideas to invest in. One of the most important principles in the process of creative problem solving is that defining a problem succinctly determines what nature of solution one comes up with. In this case, it is important to identify the real problem, which is how one can sell maternity products to a village full of pensionable retirees with no use for the products being sold. Thus the main objective of this process involves coming up with an idea through which maternity products can be marketed to retirees without any apparent use for such products. What is it exactly that this business wants to accomplish? Most importantly, why do I want to sell maternity products in a retirement village? This is the crux of the problem, specifically how the business owner might open a maternity shop for retirees, as well as how he/she might convince the residents of the retirement village that they need to buy maternity products. A retirement village is specifically meant for people whose productive years are behind them, both financially and reproductively, which might make the idea of a maternity shop in such a location amusing and even ridiculous to the residents. Consequently, sales for such products could be almost non-existent. Thus, the first concern that has to be tackled is how to make the retired person want to buy maternity products. A second problem is that, even if the residents bought these products, their usage and functionality level is low and sales volume are consequently going to be extremely low. Step 4: Idea Finding This phase of the creative problem solving process involves the generation of several ideas, in which all the possible solutions to solving the problems identified in stage four are generated (Richardson, 2013). As one comes up with more ideas, the probability of more effective and quality ideas for exploration increases, which, in turn, improves the solution’s effectiveness. Still, the difficulty of coming up with creative ideas coupled with the significant nature of this phase, means that the reversal technique will be used for this phase. With regards to the problem stated that maternity products are not functional or acceptable to the retirement home residents, as well as the fact that sales volumes for such products would be low even if the product was to be accepted. References Arp, R. (2012). Scenario visualization: An evolutionary account of creative problem solving. Cambridge, Mass: MIT Press. Brugiavini, A., Pasini, G., & Trevisan, E. (2013). Maternity and labour market outcome: Short and long term effects. (Maternity and labour market outcome.) Mannheim: Mannheim Research Institute for the Economics of Aging. Mintel International Group Ltd. (2014). Maternity clothing. London: Mintel International Group. Richardson, L. (2013). Creative problem solving. Delhi: Global Media. Ricci, S. S. (2012). Essentials of maternity, newborn and women's health nursing. Philadelphia: Lippincott, Williams & Wilkins. Treffinger, D. J., Isaksen, S. G., & Stead-Dorval, K. B. (2012). Creative problem solving: An introduction. Waco, Tex: Prufrock Press. Xanthakou, G., & Kaïla, M. (2011). Creative problem solving. New York: Nova Science Publishers. The Osborne-Parnes Creative Problem Solving Process Notes from the CPSI 1998 brochure. OF FF PF IF SF AF Objective Finding Fact Finding Problem Finding Idea Finding Solution Finding Acceptance Finding Identify Goal, Wish, Challenge Gather Data Clarify the Problem Generate Ideas Select & Strengthen Solutions Plan for Action What is the goal, wish, or challenge upon which you want to work? What's the situation or background? What are all the facts, questions, data, feelings that are involved What is the problem that really needs to be focuses on? What is the concern that really needs to be addressed? What are all the possible solutions for how to solve the problem? How can you strengthen the solution? WHow can you select the solutions to know which one will work best? What are all the action steps that need to take place in order to implement your solution? Read More